新书局与新长篇——新兴中小型书局与现代长篇小说的传播接受  

A Study on the Contributions of the New Publishing House to the Spread and the Acceptance of Modern Novels——New Small and Medium-sized Publishing Houses as cases

作　　者：陈思广[1] 王香茹 

机构地区：[1]四川大学文学与新闻学院,四川成都610065

出　　处：《烟台大学学报（哲学社会科学版）》2017年第1期84-92,共9页Journal of Yantai University(Philosophy and Social Science Edition)

基　　金：教育部人文社会科学研究规划基金项目“中国现代长篇小说的传播与接受研究”(12YJA751003)

摘　　要：泰东图书局、亚东图书馆和现代书局作为二十世纪初新兴的中小型书局,在出版方针上,敢于推陈出新,对流行的阅读风尚的把握体现出强烈的趋新求变意识;在长篇小说的选择上,既注重作品的文化水准又考虑到其市场价值,力求实现文化品位与商业利益双赢,因而能够在竞争激烈的新书业市场中异军突起;在传播策略上,以同步广告宣传本社作品,利用名人效应吸引读者,以预设目标读者群的方式激发读者的购买欲,以畅销书为招牌的重版销售策略为主要营销手段,有效地促进了现代长篇小说在广大读者中的传播;在接受样态上,各书局有效利用本社自办期刊搭台唱戏,对出版的长篇小说予以多方审视,使中国现代长篇小说的接受视野呈现出多样化的格局,为中国现代长篇小说的传播接受奠定了良好的基础,也为初期中国现代长篇小说的现代转型留下了持传久远的历史回响。In the Early Twentieth Century Taidong Publishing House,Yadong Literary Press and Modern Publishing House emerged as small and medium-sized publishing houses and made the most of modern journals to promote novels,making great contributions to the early turning of Chinese modern novels. The three publishing houses followed the latest reading trends to cater for readers' tastes. When selecting novels,they put emphasis on cultural and commercial values. To promote the books,they put advertisements in the journals to attract readers by the reputation of authors,etc. When it comes to the acceptance of the novels,the publishing houses took their own journals as a platform to issue criticism articles. All the endeavors they made laid a firm foundation for the spread and the acceptance of Chinese modern novels.

关 键 词：泰东图书局 亚东图书馆 现代书局 长篇小说 传播 接受 

分 类 号：I206.6[文学—中国文学]